Neal Linkon Director, Digital Engagement Children s Hospital of Wisconsin

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1 Neal Linkon Director, Digital Engagement Children s Hospital of Wisconsin Ed Bennett Director, Web and Communications Technology The University of Maryland Medical Center

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3 What we ll cover A mobile first philosophy (be desktop responsive) Mobile sites vs. mobile apps Mobile app technologies and platforms Mobile as part of an internal communication strategy

4 The new reality Both of our sites get about 55% of our traffic from mobile devices We need to design for mobile first, and desktop second New paradigm for many key stakeholders

5 Why mobile - Why now?

6 Use mobile when: Your audience is on the move And needs quick, reliable information You provide an important service to them Mobile gives you a competitive edge Mobile solves a problem (that the Web can t)

7 Responsive design It s easier to administer, market and optimize just one website Some images don t work well in all sizes Tables are tricky We have to be very careful about where we put content Pages slow to load Adaptive design is harder, but solves some of those problems

8 Examples of our site

9 ipad version

10 Phone version

11 Results? Prior to relaunch, 44% of user sessions were from a phone or tablet Now that number is 55% Average visit length from a mobile device is up 21% The bounce rate is down 8%

12 Next steps All microsites are being moved to a responsive design Intranet is being moved to a responsive design

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14 Mobile app or browser? The Mobile Browser is Dead, Long Live the App Forbes, April 2, 2014

15 App vs. browser The younger the user, the more likely they are to prefer an app, but all demographics prefer apps Native apps are harder and more expensive to build Evidence of app fatigue

16 Reasons to build an app Specific target audience Specific need or use case You don t already have a mobile-optimized site

17 Standard app development options Source: MobileSmith.com

18 Web-based HTML5 apps Pros Install once, never need to update Real-time Cons Requires Web access Can be slow

19 Native apps 100% device based All content and functions are on the phone Pros Very fast, and works without Internet access Access to device functions (camera, contacts) Cons No real-time information / interaction Content changes require manual app updates

20 Standard app development options Custom Native Platform Source: MobileSmith.com

21 Custom native platform Our new MobileSmith Platform Easy to build, easy to maintain Automatic support for a devices and systems (Apple, Android, phones & tablets) Apps are fully functional without web access Small edits load without user action

22 Standard hospital apps Source: MobileSmith.com

23 Urgent care Dynamic wait times Find closest Urgent Care Contacts & directions News & info Push notifications Source: MobileSmith.com

24 Wayfinding Geofencing Send push messages and maps at the entrance(s), on parking lots, etc. Beacons Use Bluetooth beacons to provide indoor wayfinding tips and alerts. 2D and 3D Maps Pop up maps showing the user location and directions to key destinations. Location-Based Alerts Message about any promotions, vaccinations, or important information. Source: MobileSmith.com

25 General hospital app General information map & directions; accepted insurance; phone numbers with tap-to-call function Services directory of services and specialists with tap-to- or tap-to-call function Virtual tour 360 views of rooms. Include interactive maps of hospital facilities showing times of operation and access instructions ER wait times stream dynamic wait times for all your ER facilities Source: MobileSmith.com

26 The first UMMC app: million downloads 10,000 visits / month

27 Children s On Call

28 Symptom checker

29 Three ways to search

30 Defines the condition

31 Recommends appropriate care

32 Care advice

33 Share what you learn

34 Med and allergy tracker

35 Custom tab

36 Seek Help tab

37 Results to date 3,000 downloads, used daily More than 80% repeat users 5% of visits utilize a custom tab Data helps us understand what s trending with parents Kudos from board members Positive press: families/mobile-apps/on-call/

38 Current UMMC apps

39 The new UMMC Doc2Doc app An app for referring physicians Quick, direct access to our top specialists Tools, guidance and transfer instructions Combines three existing department apps Creates a structure for all UMMC specialties

40 CHW Refer

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45 Patient Journey Text messages before, during and after a procedure

46 Hospital Experience app

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49 November 14, 2013 Police came to the hospital in response to an outside caller Police shot a father in the hand, in an isolated hallway, after the father drew a gun in their presence No other families or employees were physically injured The situation was quickly contained; return to normal operations took hours Our after-action learning began immediately

50 What we know about our workforce Many of them younger Most of them female Most are far more likely to be checking Facebook than their work

51 Social media to the rescue

52 Trending on Twitter We ve also added an emergency text messaging service

53 Lessons learned Absolutely right to focus on mobile It s not other duties as assigned It s not just another platform

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